The man behind the Millionaire Fair insists it's about more than just money.

He seems to be on a mission to bring a sense of style for those who can easily afford it.

"The development of taste takes a lot of time," Yves Gijrath told me.

"First of all, taste is very personal. Secondly, the Russians when they take out a wine card they always pick the most expensive one, and they think it's the best. Well, it's not. That's why we are here - explaining the stories behind the brands, explaining what luxury is all about. It's not only about what's expensive."

Nor is it about what's cheap.

Lure of property

One of the gold and diamond mobile phones on the "Gold GSM" stand was priced at 15,000 euro. If you want to head for the real top end, though, you need to look at property.

"The Ultimate property collection is the very best luxury properties we have throughout the world - ranging from properties in central London, Chelsea, Knightsbridge, new developments," explains Daniel von Barloewen, from estate agents Savills.

Having flown in from London to look for oligarchs in search of a luxury home, he was flicking through a brochure he'd brought in the hope of persuading them to part with some of their millions.

"We have the Ambassadorial entertaining at Windlesham in Surrey which is in excess of £70m. That's actually been on the market for a couple of years."

I wondered if he thought a trip to Moscow might net the elusive buyer.

"I think hopefully, yes."

The booming luxury goods market doesn't mean all Russians are rich. Food producers recently agreed to freeze the prices of some basic foodstuffs because inflation threatened to put them beyond the pockets of the poor.

At the other end of the wealth scale, the sky's the limit.

There was one stand offering private and corporate jets.

But, if you're stuck for a Christmas gift for the oligarch in your life, how about coffee table supported by Siberian mammoth tusks?